Advertisers often complain and complain about the forgetfulness of consumers. They hang their heads when a consumer’s recall is low and shake their heads “why.” But perhaps we should be happy consumers sometimes forget us. Take American Apparel for example.
In September 2011, American Apparel racked their most recent offense in a slew of controversial advertising efforts. American Apparel launched “The Next Big Thing” plus-size modeling contest in anticipation for their plus-size merchandise launch.
The contest copy said, "Calling curvy ladies everywhere! Our best-selling Disco Pant (and around 10 other sexy styles) are now available in size XL, for those of us who need a little extra wiggle room where it counts. We’re looking for fresh faces (and curvaceous bods) to fill these babies out. If you think you’ve got what it takes to be the next XLent model, send us photos of you and your junk to back it up... We’ll select a winner to be flown out to our Los Angeles headquarters to star in your own bootylicious photoshoot."
Interpret the language as you will, but for many consumers American Apparel crossed the line. In fact, for one consumer, Nancy Upton, the contest pushed the wrong button just enough for her to push right back.
Upton entered the contest as a joke and sent photos of her bathing in ranch dressing, eating fried chicken in a pool, and scarfing down a cherry pie. Her intentions were to call the company out on their offensive language and weak attempt at befriending the plus-size community.
Shannon Skloss Photography: www.shannonsklossphotoghraphy.com
The controversy received national attention when voters chose Upton as the winter of “The Next Big Thing” contest. American Apparel’s creative director Iris Alonzo responded aggressively and abusively by removing Upton as the winner. Further debate was fired on online blogs, newspaper articles, and on television spots such as NBC’s “Today Show.”
No media posts have been made since September regarding this controversy. While reputation may be hard to measure since the plus-size controversy, financial measures can account for the effect the controversy has had on the company. Stock in September was relatively low but spiked dramatically in early November to 1.90. Net sales also improved $8,085,000 from the end of June to the end of September. . American Apparel may have just slipped by with a few bumps and bruises on this one and should continue to be thankful for the short-term memory of many consumers. Only time will tell.
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